A Message from Fred Dixon
As the year draws to a close, I’m reminded of how quickly time has passed—and how much we’ve accomplished together. It’s been six months since I assumed the role of President and CEO of Brand USA. I’m inspired by the progress we’ve already made as an organization to strengthen our industry and highlight the boundless possibilities of travel to the United States.
As we plan for the future and ways to have an even greater impact, we know 2025 is the year we will turn from pandemic recovery to once again setting new records for inbound visitation. It marks a new day for the industry and for our organization—building on the foundational strengths of the past, the bold work has begun to forge a new Brand USA equipped to meet this moment.
Since taking the helm in July, I’ve been able to meet with many within the industry and will continue to host listening sessions over the many months ahead to gather input. I welcome your ideas and engagement as it is essential that this work be collaborative and in service to our greater shared goals.
This quarter’s newsletter captures the energy and momentum that defined the last quarter of this year — from innovative campaigns inspiring international travelers to immersive programming on GoUSA TV and meaningful in-market engagement across Europe and Asia. As you explore the highlights, you’ll see how our collective efforts are opening new doors for collaboration, driving record-breaking success at events like Travel Week, and laying a solid foundation for growth in the years ahead.
Thank you for your unwavering partnership. I look forward to building on this momentum together in 2025 and beyond.
Wishing you a joyful holiday season and a successful start to the new year!
Fred Dixon
President and CEO
Brand USA